Altra Summer 2026
Client
Altra
When
1 June - 11 September 2026
Where
Chamonix-Mont-Blanc, France
Industry
Running and trail running footwear
Touchpoints
PlanB Hotel, Le Discopic bar, trails & mountains
Audience
Trail runners, locals, UTMB visitors, the Altra community, VIPs, media, content creators and influencers
Expertise
Brand activations · Event orchestration · Scenography & branding · Operational management · Sourcing and coordination of an ambassador team · Media coverage of activations and athletes
Scope
Experience design · Activation and branding planning · Production and on-site operational management · Content production
The brief
Run an XXL project across several different playgrounds throughout the summer.
First, the people. We sourced and managed a team of 20 ambassadors and brought them into the brand's different activations.
Then came the trails. Community runs gave people the chance to test Altra shoes, connect with the brand and run together without any pressure / no stress, just fun. Two bigger mountain adventures set the bar higher : THe Génépi Divide and the Prise du Mont-Blanc. Two ways of enjoying trail running : one at nature's pace, the other against the clock.
On the branding side, we created two altra spaces in Chamonix : PlanB, a place to discover the brand and its products, and Le Discopic, transformed into a lively HQ for hanging out and having fun all summer long.
During UTMB week, the mood shifted with a film premiere and a panel talk tackling two very different but equally powerful subjects.
And finally, we supported Altra with content reation throughout the summer, including coverage of its athletes during UTMB.
A 360° project, lived and delivered on the ground over several months. Exactly the kind of adventure we love at HOLD UP!
Objectives
Establish the Altra community in Chamonix on an ongoing basis and rally people around the brand and its vision of trail : "Room for your toes".
Create genuine connections with the runners, whether they were chasing a record, taking on a challenge or simply enjoying being outdoors.
In short : sport, enjoyment, inclusion and fun. Lots of fun.
The concept
"Room for your toes". But not just your toes.
Meaning making room for every way of running, every level and every motivation. We created a season-long programme designed to bring together the local community, experienced trail runners and complete beginners through experiences that were anything but ordinary.
Key Moments
The Génépi Divide
A concept born in the UK and given a Swiss twist. Two days of trail running from Martigny to Chamonix with the Peak Divide collective, spectacular scenery, local cheeses, deluxe aid stations and génépi in all its forms.
For this first international edition, we brought along a food sixty amazed participants, if a little sore !
The Prise du Mont-Blanc Relay with Ugo Ferrari
Our serious team challenge : complete the UTMB route as a relay in under 24 hours. Legs of 8 to 15 km, plenty of elevation, three countries and some substantial logistics and race planning to keep the whole team moving.
The Run Without Metrics
Running without looking at your watch. Forgetting stats, pace and performance to focus instead on how it feels, the pleasure of being outdoors and the simple joy of running together. The run was also a chance to think about the impact our sport has on the Alpine environment and explore how we can do better.
The Heal film premiere
An evening with Alban Berson around Heal, a film telling his story and exploring the role trail running has come to play in his life. A personal and intimate subject that called for an event to match : simple, thoughtful and free from unnecessary frills.
The panel talk
A conversation about the place of women in endurance sports, with HOLD UP! supporting Altra on the organisation and delivery. A subject that naturally resonates with us at HOLD UP!, where almost our entire team is made up of women.
Hubs & visual identity
PlanB : a showcase for Altra products, a small exhibition exploring the brand's DNA, and a place to slow down, relax and take a break from the buzz of Chamonix.
Le Discopic : Your feet are made for dancing ! If "Crush your trails, not your toes" works on the trails, then "Crush the dancefloor, not your toes" works pretty well here. Discopic became the place to meet after a run, grab a drink and hang out. A true HQ for trail runners and locals all year round.
Mastery
From first ideas to on-the-ground delivery, HOLD UP! managed the entire programme : concept development, planning and coordination of the activations, graphic adaptations in line with Altra's visual identity for the branding and scenography of the hubs, plus permits and safety requirements for the mountains outings.
On the ground, we handled ambassador scouting, venue sourcing, installation and dismantling, on site supervision and stock management.
And to capture the whole adventure : photo and videp production, a wrap-up film and a full end-of-season report.
On-site team
Three people overseeing production, operations and real-time adjustments on the ground.
Results
A happy client, a delighted team and a community that came along for the ride all summer.
A strong Altra presence in Chamonix without overdoing it : at the hotel, at the bar, out on the trails and, most importantly, wherever the community was.
A memorable Génepi Divide, which felt like far mora than just a race.
And through all the runs, adventures and get-togethers, a genuine connection was built between Altra and the people who make the trail-running community what it is.
Olivier Lefebvre
